Marketing Bank Services: An Analytical Model for a Trust Referral Programme

Abstract

A marketing programme for the financial services industry is presented and, specifically a model developed which could be used to market trust services in the banking industry. A trust referral programme provides financial institutions with the opportunity to direct personal selling efforts at customers who have made a previous commitment to the bank. A properly structured referral programme will not only benefit the trust department, but also provide a higher service level for the financial institution as a whole.

Citation

Kauffman, C.L. and Yucelt, U. (1989), "Marketing Bank Services: An Analytical Model for a Trust Referral Programme", International Journal of Bank Marketing, Vol. 7 No. 2, pp. 28-31. https://doi.org/10.1108/EUM0000000001456